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I do as Martin does. Each location has its own page (Martin uses subfolders) and I target keywords and inbound links for my geo target

Internal linking is easy as you simply have a we serve the following areas link in your footer that then list all these areas. Each page then sends juice to this page and subsequently to the other pages.

Make sure to link directly to geo pages when mentioning in blogs, tweets, or Facebook post.

Is it spam to list all your products? And I would not suggest listing all the towns in the footer, but a link in the footer to a page that list all the towns. This way you keep your number of links down so link juice is not diluted.

This is a relatively common practice. Be sure to add as much unique content to each as possible: local maps, phone numbers, addresses, reviews/testimonials. The bulk of the on-page effort (H1s, title, body) should then be focused primarily on the town name and your brand name, with at least a couple of instances of your primary keyword.

Again, focus each landing page toward the particular keyphrase, reflecting it in everything from the <title> to the image file names and alt attributes. (Don't go overboard or worry too much about keyword density.)

Be sure to promote internal linking where possible (whereby as many of the pages link to as many of the others in as natural of a way as possible, with a focus on providing value and usability to prospective customers, not just for baiting crawlers).

You can then, of course, start building keyword-rich anchor text backlinks from relevant sources to these landing pages.

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